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Ever wondered why you’re drawn to shiny things? New research reveals why we can’t resist glossy products and how that sparkle might be costing you more than you think.

New research reveals consumers are willing to pay 72% more for glossy products than matte ones – and it explains what drives shoppers to reach for shinier options, even when the products are identical.

Consumers automatically associate glossy surfaces with newness, but they interpret that shine differently depending on whether they shop for new or second-hand products, according to research published in the .

The research helps people understand why shiny products often seem more attractive, said Dr Sophie Fan, lecturer in the School of Marketing at ���������¼� Business School and co-author of the research.

“Glossiness makes things look newer and cleaner. Knowing this helps consumers make smarter choices by asking, ‘Do I really need this, or do I just like how shiny it looks?’ It gives them more control over their decisions, rather than being unconsciously influenced by appearances,” she said.

Different markets trigger different responses

The researchers found that consumers interpret glossiness as a signal of recency when they shop for new products – indicating recent manufacturing, optimal performance, and latest features. When consumers browse second-hand markets, however, they interpret the same glossy surface as mint condition – suggesting careful ownership and minimal wear.

As part of the overall research project, Dr Fan, together with Dr Flora Song from the University of Liverpool and Professor Yuwei Jiang from Hong Kong Polytechnic University, conducted six separate studies involving approximately 35,000 participants. These included laboratory experiments where university students bid on products using real money, online experiments where consumers evaluated product images and made purchasing choices, and field experiments tracking actual marketplace behaviour on China's largest second-hand online marketplace.

The research builds on an established understanding that consumers associate glossiness with newness through everyday experiences. Fresh fruits appear shinier than aged produce, flowers look glossy after rainfall, and new cars reflect more light than older vehicles. The researchers examined how these existing mental associations influence actual purchasing behaviour and discovered they trigger different responses depending on market context.

“Recency is a particularly important manifestation of product newness in the first-hand market because it ensures optimal performance, guarantees the latest features and compatibility (especially for brands selling consumables and technological products), and fulfils the core consumer expectation of receiving a ‘new’ item,” said Dr Fan.

“In the second-hand market, given that true chronological newness is absent, consumers will seek the closest possible equivalent: a state that suggests minimal prior use and maximal preservation of original condition. Pristineness becomes the tangible proxy for product newness.”

For example, the study found shoppers bid 72% more for glossy display trays compared to matte versions in laboratory experiments where participants stated their maximum willingness to pay for real products they could actually purchase. And in separate online field experiments on China's largest second-hand marketplace, glossy tote bag listings generated 63% more clicks than identical matte bags.

The study also found that detailed condition descriptions diminished the glossiness effect in second-hand markets. When product listings included specific wear and tear information – such as “open boxed/returned unit with cosmetic marks or scratches” versus “pre-owned product with evident signs of everyday frequent use” – consumers relied on this data rather than surface appearance.

Matte surfaces win for aged products

The research identified one circumstance where glossy finishes decreased product appeal. Consumers preferred matte surfaces for time-enhanced products – items that improve with age.

The researchers tested this effect using wine. They showed participants two types: Cabernet Sauvignon, described as “cellar-worthy” and “ages beautifully”, and Beaujolais Nouveau, described as “made to be drunk young”.

Consumers rated matte bottles more positively for the aged Cabernet Sauvignon. The glossy finish signalled recent manufacturing, which contradicted the product’s value proposition of extended aging. For Beaujolais Nouveau, which consumers prefer young, glossy bottles received higher ratings.

The same reversal appeared across product categories where consumers valued aging, such as vintage leather, aged cheese, classic watches, and cured meats. When consumers evaluated these items, glossy surfaces sent the wrong signal. Their automatic association between shine and recent manufacturing conflicted with what made these products desirable: extended time that developed complexity and character.

Implications for shopping decisions

The findings help consumers recognise how automatic responses influence their purchasing choices. When shoppers browse new products, glossy finishes trigger assumptions about recent manufacturing – but this visual cue provides no information about actual production dates or product quality.

When consumers browse second-hand marketplaces, shine suggests better care, but detailed condition descriptions offer more reliable information than surface treatment.

“When shopping, especially for second-hand items, a shiny surface can suggest good condition, but it’s still important to check real usage details rather than relying only on appearance,” said Dr Fan.

“By understanding how glossiness affects their perceptions, consumers can better recognise when they’re drawn to something because it suits their needs versus simply because it looks ‘new and shiny’, helping them make more thoughtful and confident choices.”

Companies apply these insights in their marketing strategies. Brands launching new product lines often incorporate glossy finishes to trigger consumer perceptions of currency and recent manufacturing. This approach appears particularly in technology products, fashion items, and consumer electronics where consumers associate recent manufacturing with latest features.

“By properly understanding and responding to consumer preference for glossiness, managers can design products more effectively, optimise resale strategies, and better present their products to meet customer expectations in both the first-hand and second-hand markets,” said Dr Fan.